PCHi 2026: Sethic breaks Guinness World Record and unveils glass skin ingredient
26 Mar 2026 | Sethic
At PCHi, Sephic broke a Guinness World Record for tying Chinese knots, and globally launched its “glass skin” ingredient made with multi-strain fermentation technology. Jean-Yves Bruxer, managing director at Sethic, told us that the ingredient responds to consumer demands for science-backed solutions with explained efficacy. He adds that increasingly science-focused purchasing habits could help propel Chinese beauty into the mainstream in the coming years.
This is Sabina Waldeck for Personal Care Insights at 2026 joined by Jean-Yves Brousser, managing director at.
Welcome and thank you for having me.
And so can you tell me a little bit about what is going on at Sethex's booth right now?
Today we have a very unique event.
It's a world record judged by Guinness.
It's 10 people tying a Chinese knot in 3 minutes.
And we got the world record today.
Why we do this event?
Because longevity, this is the direction of our company.
We do many products related to longevity with our concept of synergic care for longevity.
We are also an Asian company and I think China has a long history related to immortality, and the Chinese is a way to.
Share the Asian culture with the rest of the world.
So there is also a very nice symbolic in this attempt.
After I think this attempt and this record reflect what's happening in China today in every technology field and including beauty, that it's about performance.
It's about making something unique, it's special, it's about becoming number one.
And so what are you showcasing specifically at today?
We showcased first our global launch called the Illumeta.
It's a glass skin ingredient obtained from a very unique multi-strain fermentation technology.
We use the latest research about the optical effect to deliver a glass skin effect.
Is quite deep.
It's not just about melanin pigment, but also about anti aging pigment like lipofucin, and we demonstrated in a novel mechanism related to autophagy at the cartinocyte and melanocyte level, and I think this reflects also the depths of science needed today to sell products in China.
And what does what you're showcasing or how does what you're showcasing adhere to Chinese beauty consumer demands?
I think everybody wants to have a glowing skin, and today consumers get older.
They are also more sophisticated, so they want a quick efficacy, but they also want to understand the science behind it.
And although we are not facing a consumer directly.
Are pushing us to always dig deeper to give them an innovative point that can differentiate them.
So many of our research also is in cooperation with customers to give them an edge, to give them an advantage on how to present to consumers.
And how do you expect the Chinese beauty market to evolve in the next 5 to 10 years, and what do you think SETI's role in this evolvement would be?
I think the world has already seen Asian cosmetics wave after wave in the 70s and 80s where the Japanese, then 20 years ago the Koreans started, and now Koreans are very popular around the world.
I think the next wave will be the Chinese cosmetic wave.
It is built on Very deep research on the scientific benefit to deliver the optimum efficacy for the consumer.
This is the approach that Chinese is taking less on the storytelling, more on the science and the efficacy.
Of course, a huge market gives them top Chinese brands a big advantage.
In terms of testing the product after the demand here is based on the sales online, so it's also a very unique approach where the product is developed to appeal to a consumer online through live streaming selling.
And what do you predict will be the Chinese beauty market's global influence?
It's just at the beginning of the wave.
It's maybe too early to say, but the focus on science may be one of the influences the attention to details and definitely it will push the established player.
To also innovate in a different way.
Chinese are working very fast, and consumer pressure is very important.
It's a market where price is always an issue, so it forced Chinese players to deliver efficient products.
Science at a reasonable price and of course this will appeal to many consumers first in the global south but maybe in other markets where there will be some Chinese brands targeting more premium customers.
Perfect.
And thank you for joining Personal Care Insights.
Thank you for having me.
